Online search is undergoing a major transformation, driven by AI advancements, changing user behaviour, and the rise of alternative search platforms. For South African brands to stay visible, they must understand these shifts and how to optimise content accordingly.
Sometime in the last two decades, the phrase “look it up” was replaced in the global lexicon with the term “google” – a word that had not previously been a verb until popular discourse decided to make it one. Google had become almost synonymous with online search. And as online search slowly, then quickly, replaced other sources of information – RIP phone books, dictionaries and encyclopedias – Google became synonymous with finding information.
Recently, however, the Godfather of Search has begun to lose market share. While Google is still dominant, alternative search platforms are emerging, and search habits are evolving. AI-generated search experiences are redefining engagement, and search success metrics are changing.
In this newly diversified landscape, the rules of search engine optimisation (SEO) as we knew them no longer apply. Here are five new search rules for South African brands to stay visible in 2025 and beyond.
- The Rise of Alternative Search Platforms
For years, Google has been the go-to search engine, but that is changing. More South Africans are turning to platforms like TikTok, Facebook Marketplace, and AI-driven assistants like ChatGPT for search. Pew Research reports that in the US, 17% of adults now use TikTok for news, while in South Africa, platforms like WhatsApp and X have become key sources of information. Meanwhile, major e-commerce players such as Takealot and Checkers Sixty60 are integrating search functionalities that compete with Google.
What South African Brands Should Do:
Think beyond Google: Diversify SEO efforts across local search platforms beyond Google, including social media and e-commerce sites.
Include social search: Search isn’t only about getting customers to a website. Optimise for in-platform search on TikTok, Instagram, and Facebook Marketplace using relevant local keywords and engaging content.
Use data: Leverage structured data to ensure local content is easily discoverable across various search platforms.
- AI is Reshaping Search Experiences
AI-driven search results are changing how South Africans interact with search engines. Google’s AI-generated overviews are delivering real-time answers, reducing the need for users to click through to websites. A growing number of South Africans are using AI chatbots like ChatGPT and Meta AI for search, bypassing traditional search engines.
What South African Brands Should Do:
Rethink content: Focus on answer-driven content that aligns with AI-generated snippets to maintain visibility.
See what’s coming up: Monitor AI-generated results to ensure local content is being accurately represented.
Use long-tail key phrases: Adapt to conversational search by optimising for long-tail, question-based queries relevant to the South African market.
- Search Success Metrics Are Changing
With zero-click searches on the rise, traditional SEO KPIs like organic traffic and search engine results page (SERP) rankings are becoming less reliable indicators of success. Instead, engagement metrics such as time spent on page, brand recall, and conversions are becoming more important in South Africa’s competitive online space.
What South African Brands Should Do:
Embrace new metrics: Reevaluate performance tracking to focus on engagement-driven metrics rather than just rankings.
Use AI for analysis: AI-powered analytics can gain deeper insights into South African user interactions.
Adopt a broader approach: Leverage multi-touch attribution models to understand the full customer journey beyond search rankings.
- Evolution of Local Search
Google’s local search features are expanding, giving more prominence to Google Business Profiles and local packs. This means South African businesses must prioritise local SEO to retain visibility in search results. Additionally, local listing platforms like HelloPeter and Business Directory South Africa are becoming critical touchpoints for customer discovery.
What South African Brands Should Do:
Optimise Google Business Profiles: Include accurate, updated information, high-quality images, and customer reviews.
Encourage user-generated content: Reviews and Q&A responses enhance credibility.
Track local search performance: Adapt strategies based on local search trends and competition.
- The Integration of Multimedia in Search
Search engines are moving beyond text-based results, incorporating more video, image, and interactive content. Google is experimenting with short-form video results from platforms like TikTok, signaling a shift in how South African content is discovered. Globally and in South Africa, platforms such as YouTube and TikTok are becoming key search engines in their own right.
What South African Brands Should Do:
Make videos for search: Create video-first content optimised for search, including keyword-rich descriptions and transcripts.
Use AI: AI-powered video optimisation tools can enhance discoverability.
Repurpose content: Maximise visibility by repurposing content into multiple formats, such as turning blog posts into videos, infographics, and podcasts.
The rules of search are changing rapidly, and brands that adapt will be at the forefront of this evolution. By diversifying search strategies across multiple platforms, embracing AI-driven content optimisation, and focusing on engagement metrics, South African brands can ensure they stay visible in an evolving digital landscape. Now is the time to rethink search strategies beyond traditional rules of SEO to elevate your brand.
